Evaluating the Attributes of Online Bookstores: Empirical Evidence from Young Consumers in Vietnam

• Published in: Publishing research quarterly Vol. 35; no. 2; pp. 236 - 241
• Main Authors: Nguyen, Hoang Viet, Huy, Le Van, Nguyen, Xuan Nhi, Tran, Viet Thao, Nguyen, Ninh
• Format: Journal Article
• Language: English
• Published: New York Springer US 01-06-2019; Springer Nature B.V
• Subjects: Bookstores; Consumers; Library Science; Methodology of the Social Sciences; Printing and Publishing; Social Sciences; Websites; Vietnam; Website communication; Young consumers; Bookstores; Website; Website security and privacy; Online channels; Website design
• ISSN: 1053-8801; 1936-4792
• DOI: 10.1007/s12109-019-09652-w

In recent times there has been a proliferation of online bookstores, especially in emerging market economies. The purpose of this study was to explore the evaluation of online bookstore attributes among young consumers in Vietnam. A paper-based survey was employed to obtain data from consumers up to the age of 24 who had recently purchased books online. The empirical results revealed the following six key attributes of online bookstores: website design, order fulfillment, communication, merchandise, security and privacy, and promotion. The findings also demonstrate that consumers hold unfavorable evaluation with respect to website communication and website security and privacy. These findings have important implications for publishers and retailers who aim to increase their online sales.